As of August 2019, market leader Facebook accounted for 54.7 percent of all social media site visits in Canada, followed by Pinterest, with a 32.42 percent market share. Twitter was ranked third with 7.55 percent of all social media visits. Facebook was also the most popular mobile social platform in Canada.
Messaging apps, with provide a more private type of interaction as compared to platforms such as Facebook and Twitter, have also gained prevalence in Canada. According to a 2019 survey, 59 percent of Canadian respondents stated that they have sent private messages through social media in the past month, while 34 percent of Canadian online users had posted status updates online. Facebook Messenger was the most widely-used mobile messenger service in Canada with an 81 percent user reach, followed by WhatsApp at 42 percent. Social networks remain popular in the country. A 2019 survey among Canadian adults showed that 66 percent of respondents used YouTube regularly, while 43 percent stated the same for Instagram.
With habitual usage and increased interactions, social networks are fast becoming a powerful marketing tool for Canadians. In 2019, 38 percent of survey respondents stated that they discover interesting products through social media websites and apps, while 18 percent stated that they use social media to research specific information on a product before purchasing.
The rise of digital marketing has also altered consumer shopping habits, especially those of young adults. In a 2018 survey, 16 percent of responding Millennials in Canada made big purchases influenced by ads seen on Instagram. With 24.6 percent of Canadian Instagram users aged between 18 and 24 years, video marketing to younger consumers is likely to be more successful than to their older peers, and with video on the rise, the social networking landscape could be set to change dramatically as more brands and content creators turn to social media to interact with their target audience.